Bar’s Leaks and Rislone, two automotive chemical brands operating under the Bar’s Products family of car care brands, are rolling out brand re-launches and new national advertising campaigns. The new campaigns, expected to reach more than 120 million new consumers, will demonstrate how the products can help users save money while extending the life, efficiency and performance of their cars through quick repairs and easy maintenance routines.
The brand re-launch and advertising campaigns, developed in partnership with Troy, Mich.-based Alchemy, highlight each brand’s unique product benefits from the consumer’s standpoint. The Bar’s Leaks campaign focuses on the product line’s ability to quickly, safely and easily get people back on the road by making “3-minute mechanics” out of their customers, including an easy-to-use “3-Minute Mechanic” feature on the website to identify the best fit for a customer’s needs.
The Rislone campaign equates a person’s health to that of their car through the “Rislone Regimen” – a maintenance process aimed at improving a car’s performance, health and longevity. As people are keeping cars longer, regular maintenance is required to keep a vehicle running smoothly. The “Rislone Regimen” also is featured on the new website to help customers quickly find what they need for their cars.
“Our company has been around for almost a century, creating affordable, effective and trustworthy products that give our customers the ability to take control of their cars’ longevity and performance,” said Carrie Mermuys-Ventura, chief operating officer for the Bar’s Products family of brands. “These new campaigns allow us to reach new generations of customers in a modern and engaging way.”
New campaign elements include:
• National television and digital radio advertisements featuring everyday people quickly solving their car troubles with Bar’s Leaks or adding performance and efficiency enhancements through the use of Rislone
• Re-engineered brand image and brand voice that reflect the company’s new, consumer-facing marketing strategy.
• New tagline for Bar’s Leaks – “The Fastest, Safest Way To Get Your Show Back On The Road. Guaranteed.”
• New tagline for Rislone – “Your Car Is What It Eats.”
• New separate websites, barsleaks.com and rislone.com, to showcase each brand’s message and unique customer experience (the brands were previously marketed under a single barsproducts.com website).
The new television spots, which began airing Jan. 26, mark the company’s newest endeavor into consumer-facing commercials. The spots are featured during the popular DIY Network, Spike TV and Discovery Channel family of shows. Radio ads will be heard on digital radio in markets nationwide, and the brand also is planning for aggressive digital and social media advertising, including search engine marketing and other digital strategies.
“We’re very excited to see these campaigns come to life,” said Bar’s Products Vice President of Digital Strategy Jeff Ventura. “After a year of building assets and honing Bar’s Leaks’ and Rislone’s message and identity, we are ready to launch into new markets and expand each brand’s impressive legacy by introducing our products to many more new customers.”